• SOLUTION

    A tool that allows creators to create and manage optional, add-on rewards


  • ROLE

    Lead product designer


  • YEAR

    2020


  • IMPACT

    $6M+ in add-on backings, 30% creator adoption


  • PRESS

    The Verge, Design Week UK


Productizing a recurring user behavior

In recent years, we observe that backers tend to “overpledge” (pledge for an amount higher than the minimum asked) for rewards on Kickstarter. Overpledge accounted for 4.1% of Kickstarter’s revenue in 2019, approximately $1.2M.

Much of this overpledge behavior could be attributed to add-ons – optional mini-rewards that backers can choose to add to their main rewards.

Existing workflow was a nightmare

Despite much friction, this unsupported, user-generated functionality continued to prevail on our site. A quick browse through most campaign descriptions, you’ll find extensive information about available add-ons, accompanied by big add-on graphics.

Creators then ask backers to add $X to their pledges for add-on A, $Y for add-on B. Backers had to do the math themselves, and creators had to sort out what add-ons to ship based on the additional amount. Needless to say, both checkout and fulfillment were a nightmare.

Existing add-on behavior

A multi-phased feature development plan

Productizing add-ons would touch many parts of the 10-year-old platform, from project build to checkout, creator dashboard to transactional emails. Our feature team, Creator Tools, had a multi-phased approach to developing the feature, starting with the highest-priorities, Checkout and Project Build.

I was brought on board while the development of checkout with add-ons was in flux. For the next few months, I would be the sole designer for all checkout edge cases, secondary UIs, transaction emails, and most importantly, the add-on creation flow for creators.

Leverage quantitative data to design adaptive, resilient UIs

Creators need a way to build and manage add-ons. Traditionally, reward building has been done in Project Build, the de-facto campaign-building part of Kickstarter. We historically had only supported 2 reward-type objects: reward and items. Add-on would be the 3rd addition to this product surface.

Before architecting this experience, I wanted to gain a full understanding of the current UI scope. What’s the average/min/max number of rewards per launched project, sliced by categories and funding tiers? How many items does each reward have on average/at min/at max? What percentage of projects itemize their rewards?

I want to design an experience that is resilient to errors and edge cases, that serves the 80% case just as well as the 20% case. For a feature that deals with lots of numerical data, this is a core UX principle.

Leverage quantitative data to design adaptive, resilient UIs

With this feature, I placed great emphasis on rapid testing and iterations. From late April to mid-June 2020, I did a total of 3 rounds of testing and design iterations, walking through the feature with 10 creators from various funding tiers and categories, from under $5K to over $100K, games to publishing, independent to big-named creators.

Through rapid testing, we were able to:

  • Validate creators’ desire to custom assign add-ons to rewards, which was originally scoped out
  • Uncover creators’ perception of add-ons as singular items, not entire rewards

Creators can quickly turn an item into an add-on

I worked on various interaction models for custom add-on assignment (in modals, within main reward management UI, etc.) After 3 rounds of user walkthroughs, I settled on incorporating the interaction in the add/edit flow, as it caused the least friction.

The cell design went through many iterations. I made extensive use of iconography for edit actions and created a system for color-coded pills. The cells also had gone through a bunch of accessibility and UI pressure tests.

Launch is not the end

The feature was launched in Beta to selected creators in September, 2020. Both creators and backers were excited and it shows.

However, our work is yet finished. We know the launched product is still missing major originally scoped-in functionalities—our hope is that the beta launch would help us prioritize what to invest in.

Our friends from Insights have kindly helped us conduct some post-development usability tests and set up NPS surveys to collect user feedback.

$6.5M

Add-on backings

30-50%

Increase in average pledge amount

80%

System Usability Score (SUS)

30%

Immediate creator adoption

High-impact, low-lift UX improvements

Seeping through survey feedback, we notice that many backers, especially experienced backers, were confused as to where during checkout add-ons would be presented. I designed these “add-on available” pills as a quick fix to this issue.

Although we might eventually want to incorporate add-ons into the project page, we want to see if this easy fix reduces the number of immediate concerns first.

Another high-impact, low-lift UX improvement was the tab redesign. We noticed that creators were having trouble discovering the new add-on tab due to low interactivity.I originally repurposed an old Kickstarter tab pattern, but since it proved to hinder discoverability, I decided to redesign the entire tab navigation area on this page.

Below, you can see the new tab design with icons for callout and clarification.

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